Marketing - Positioning Your Brand

6468 Words Mar 1st, 2011 26 Pages
Clean Edge Razor
Splitting Hairs in Product Positioning

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Index
1. Synopsis ……………………………………………………………………………………………….. 3 2. Situation Analysis…………………………………………………………………………………. 3

3. Alternative Evaluation………………………………………………………………………….. 4

4. Position Strategy, with explanation……………………………………………………… 5

5. Marketing mix………………………………………………………………………………………. 6

6. Expected Outcomes……………………………………………………………………………… 8

7. Appendices…………………………………………………………………………………………… 9 - 22

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Synopsis: Based on the financial analysis as shown in the Exhibits 1-9 and taking into account the effects of cannibalization on Paramount Pro and Avail, I recommend Paramount to adopt the niche positioning strategy. This strategy would (as per the financial
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The last group is the Aesthetic shavers – the ones who are also willing to experiment with technology and are more interested in cosmetic results.

Competitor Analysis: The non-disposable razors market players face competition from direct competitors, who provide similar products and also from competitors who provide substitute products like disposable razors, electric shavers etc. However, as of the latest, the non-disposable razor and refill cartridge market is dominated by three major players: Paramount, Prince and Benet & Klein. Prince sells non-disposable razors and refill cartridges under the brand name Cogent and Cogent Plus, both of which are positioned as superpremium brands. It has been a market leader in non-disposable razors since the 1950s and held the top spot in terms of dollar sales in year 2009. Benet & Klein (B&K) sells non-disposable razors and refill cartridges under the brand name Vitric Advanced and Vitric Master, both of which are positioned as super-premium brands. Apart from them, there have also been new entrants into the market like Radiance and Simpsons, both of which are well established personal care products companies. In August 2009, Simpsons launched a new non-disposable razor under the brand name Tempest in the superpremium segment. Also

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